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Very cool experiment but as others have pointed out it's tough to beat simplicity from a conversion perspective.

Example Amazon:

http://i.imgur.com/aK8K4UY.png?1

Single name on card field Card # Dropdown for EXP

Example Stripe:

https://stripe.com/checkout

Single name on card field Card # Exp / CVC

Less is more when it comes to this point in your conversion funnel.

And the fundamental conversion issue around collecting a CC at this point in cycle isn't usually design, it's trust.




(disclaimer: balanced employee)

There's a direct statistical correlation between less fields and the amount of chargebacks received.

So, yes, less is more for a conversion funnel, but do not assume that it comes without a cost.


"direct statistical correlation between less fields and the amount of chargebacks received"

Spot on and completely agreed.

But in my experience getting that CC at nearly any cost, even @ the end of a long sales process, delivers net gains even measured against returns etc.

For enterprise (eg anybody that can afford it) there are fraud prevention solutions in place to balance the outcome and I've been thrilled watching STRIPE strip away the complexity for "the rest of us".

But point well taken, multiple considerations in testing anything in your funnel and always optimize to highest LTV / KPI.

Point of reference for the above is spending the last ~10 years running CRO projects across dozens of verticals, millions of transactions.


I'd be most interested in seeing the correlation between fewer fields and overall conversions, accounting for chargebacks. Neither conversions alone nor chargebacks alone tells the whole story.




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